Understanding ad networks

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Understanding ad networks


Hi. Well, you’ve seen all those display
ads all over the internet and by now you’ve hopefully got a pretty good
understanding of how they work. Now, you might want to start thinking about where you want your ads to appear. How do you find the websites
with advertising space to sell, and how do you connect with them? Well, that’s where display advertising
networks come in. Display advertising networks
are like a middleman connecting businesses
who want to advertise with websites with ad space to sell. Now let’s find out how
they can help your business find and advertise
on the right websites for you. Let’s go back to our film review podcast. Say you found a specific website
you wanted to advertise your podcast on. Well, you have a few options here. First, you could contact
the site directly to work out the details, and that’s certainly
something that happens. But with all the websites out there that
offer advertising opportunities you can imagine that this
could get pretty time-consuming. This is where display
advertising networks come in. They handle both the buying
and the selling of display ads, linking businesses to websites
that want to sell advertising space. Another way to think of it
is as a marketplace that brings businesses
and websites together, helping manage the transactions. There are quite a few
of these networks out there like Google Display Network or Yahoo, and they all offer different features, but there’s a few things
most of them have in common. First and foremost they all offer
businesses looking to advertise ad space on the websites. Websites that offer these ad spaces
can become part of these networks, and they can do things
like set minimum prices for how much money
they expect for showing ads. Your business can then bid
for the spots you want throughout the websites in that network, deciding how much you’re willing to pay. Buyers and sellers are connected
every single time pages are loaded and the ads that win the right
to fill the ad spot are shown. Of course, each network
has its own rules, its own features and its own processes
and bidding systems. But the key is that they all match buyers
and sellers to fill available ad spots. Networks can also help you
target specific audiences through two main routes– the topics of the web pages
where the ad appears, and the general information
about the people viewing the content. whilst the exact criteria
you can use to find your audience, or the way you actually
go about running your campaign, could vary from network to network, targeting is essential to get your ads
in front of the right people. Another thing that [works] do
is handle the money involved. Buying and selling ads
happens every second of every day and the networks
collect money from businesses and pay the websites that show the ads. Finally, and perhaps most importantly, advertising networks collect
and share data with businesses. They can tell you how many
times your ads are shown, how many times they’re clicked on, how much they cost you, and where they’ve been showing up, and how all this varies between websites
and audiences you’ve been targeting. Many networks even let you
add tracking to your webpages so you can see if your ads are resulting
in conversions on your website. If you want to use display advertising
to promote your business across the web, advertising networks
are a great place to start. They’ll bring you together with the
websites that want to sell you ad space. They’ll let you decide where your ads
will be seen and who will see them. They’ll manage the money
for everyone involved. They’ll even provide you
with the data you need to know how well
your campaign is getting on.

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